Your Guide to Employer Branding: How to Attract and Retain Top Tech Talent!
Companies devote endless hours to building their corporate brand. Defining how they want consumers to perceive, engage, and speak about their company. So much time is dedicated to corporate branding because companies know that a strong brand delivers strong returns.
But is the same level of attention placed on your employer brand?
Your employer brand is the impression people have about what it is like to work at your company, including current, previous, and future employees. A strong employer brand is just as critical as a consumer-facing brand when it comes to success.
Because candidates often decide which company they want to work for based upon how they perceive the company culture, and the way employees are treated. Companies with a strong employer brand often benefit from accessing, hiring, and retaining top talent that can help them achieve their overarching strategic goals.
Having a Strong Employer Brand is More Important Than Ever
Technologists are in high demand. According to a report by Ernest & Young, almost a third of global companies planned on increasing their investment in tech and digital in 2021. This investment is likely to increase in the coming years. With such an emphasis on tech, many companies are seeking
out talented technologists that can support and build upon their tech and digital goals. As such, technologists are fielding multiple job offers, and companies are in tight competition for the best talent.
By demonstrating an employer brand that is rooted in your organization’s mission, vision, and values, you can differentiate your company to prospective candidates. If technologists can easily recognize and resonate with your employer brand, they are more likely to apply to your job opening, and if hired, stay with your company for a longer period of time.
Companies with ambitious growth plans and a need for strong tech talent, need to develop a strong employer brand that enables them to attract and retain the best technologists.
Your Guide to Employer Branding
For companies unsure where to start, here are some action items you should consider when developing your employer brand.
Define your Employer Brand
Your company already has an employer brand, even if you’ve never spent time shaping and defining one. Spend time thinking about what your current employer brand looks like and what factors have gone into creating it. Consider any feedback you’ve received from employees and how current and previous employees speak about your brand to others and on social media. Doing an audit of where your employer brand currently sits will allow you to pinpoint the areas for opportunity and where you need to make changes.
After conducting your employer brand audit, you should begin developing and defining foundational assets that will help shape your brand. Assets like your mission statement, organizational values, and target corporate culture. Once defined, these assets can be used to re-model your existing employer brand into your desired one.
Understand your Target Audience
For an employer brand to be successful, it must resonate with its target audience. Understanding the type of technologists you want to hire will help you craft messages and initiatives that appeal to and resonate with the prospective talent you would like to see at your company.
As you would do for your target customer base, it is good practice to develop personas for your ideal employees. Go through the exercise of defining the demographics, behaviors, values, etc., of the different types of technologists you would like to hire. Developing a deep understanding of your target audience will help you differentiate your messaging strategy so it stands out and attracts talent.
Deliver on Your Brand Promise
After identifying the type of employer brand you would like to create and the technologists you want to attract, you must now deliver on your defined foundational assets (mission, vision, values, etc.,). The key to success for employer brands is to deliver on these foundational assets at every touchpoint a candidate has with your brand.
Similar to developing a customer journey, you should develop a candidate journey that outlines all the interactions a potential hire has with your brand before and after applying to an open position. Consider how each of these interactions currently supports or takes away from your foundational assets, and re-shape these touch-points as required.
The content consumed by a potential hire should always align with your mission, vision, and values while also informing and engaging your target audience. For the best results, make sure your content is continually updated so it accurately reflects your desired employer brand.
Spend Time Developing Your Job Posting
Once a candidate decides they would like to apply to your company, the quality of their application process will dictate their likelihood of accepting a potential offer down the road. The way you describe the open position in the job posting to how a candidate is treated throughout the interview process is critical in creating a strong impression. The entire experience should feel seamless to the candidate. They should feel excited about the potential of working for you and feel supported by receiving frequent and informative updates about their progress in the application process.
Develop a framework for the hiring process to ensure candidates are receiving the information they need, when they need it, and in a way that aligns with your foundational assets.
Measure the Success of Your Employer Brand
Your employer brand is constantly evolving. As your company grows and changes, so will your employer brand. Define metrics to track the evolution of your brand to make sure you stay on track. It is also beneficial to return to your target employer brand occasionally. This will allow you to ensure that the target employer brand still aligns with your overarching business goals.
Developing a strong employer brand takes time and effort. But companies that are willing to invest in their employer brand will benefit from massive returns through gaining access to and retaining top tech talent.